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Takayoshi Yamamura
Center for Advanced Tourism Studies
Professor
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Last Updated :2024/05/09

Researcher Profile and Settings

Affiliation

  • Center for Advanced Tourism Studies

Job Title

  • Professor

Degree

  • Doctor(Engineering)（The University of Tokyo）

URL

ORCID ID

Researcher ID

  • AAJ-6433-2020

J-Global ID

Research Interests

  • pop culture   popular culture   contents tourism   メディア   少数民族   雲南   中国   アニメ   文化遺産   文化資源マネジメント   観光開発   Ethnic tourism   Yunnan   China   Heritage tourism   Cultural tourism planning   

Research Areas

  • Humanities & social sciences / Tourism studies / cultural tourism development
  • Social infrastructure (civil Engineering, architecture, disaster prevention) / Architectural and city planning
  • Humanities & social sciences / Cultural anthropology and folklore
  • Humanities & social sciences / Local studies

Educational Organization

Academic & Professional Experience

  • 2013/04 - Today Hokkaido University Center for Advanced Tourism Studies Professor
  • 2007/04 - 2013/03 Center for Advanced Tourism Studies, Hokkaido University Associate Professor
  • 2004/04 - 2007/03 Kyoto Saga University of Arts
  • 2002/04 - 2004/03 Kyoto Saga University of Arts
  • 2002 - Lecture, Department of Tourism Design,
  • 2001 - Joint Researcher, National Ethnology Museum
  • 1996/04 - 1998/04 株式会社三和総合研究所地域開発部（大阪） 研究員
  • 1996 - 1998 Researcher/Analyst, Sanwa Research Institute
  • Kyoto-Saga University of Arts

Education

  •        - 2002  The University of Tokyo
  •        - 2002  The University of Tokyo  Graduate School, Division of Engineering  Urban Engineering

Association Memberships

  • Travel and Tourism Research Association   AAS (Association for Asian Studies   日本建築学会   日本都市計画学会   American Anthropoligical Association   AAS (Association for Asian Studies)   CAUTHE (The Council for Australian University Tourism and Hospitality Education)   

Research Activities

Published Papers

  • Nelson Graburn, Takayoshi Yamamura
    JOURNAL OF TOURISM AND CULTURAL CHANGE 18 (1) 1 - 11 1476-6825 2020/01 
    This introductory essay shows a brief overview of issues discussed by previous contents tourism studies to provide the basic theoretical framework on analyzing contents tourism phenomena in the age of transmedia, multi-use of contents. Contents Tourism is a Japanese word designating tourism which is stimulated by Popular Culture. Under the present circumstances, fan tourists, as well as contents businesses and local authorities/communities, are all expressing their creativity in the context of tourism and delivering their contents through a variety of media. These creative activities by each actor increasingly blur their previous relationships, resulting in the formation of relatively loosely-bound communities transcending affiliations and nationalities, sharing contents as a communication tool. In other words, the relationships between the host and guests are blurred and a community connected by contents and transcending previous differences has been formed. From this point of view, in this special issue, we will explore the development of contents tourism in Japan and its trans-cultural global influences, as well as comparable developments in other countries, focusing especially on the creativity of contents tourism and the growth of 'tribes' of fans.
  • Takayoshi Yamamura
    JOURNAL OF TOURISM AND CULTURAL CHANGE 18 (1) 12 - 26 1476-6825 2020/01 
    Today, as information and communication technologies (ICTs) have become sophisticated and media have become diversified, phenomena such as interactions between electronic media space and real space are rapidly developing in a borderless manner. Characteristic phenomena in such a situation include cross-border consumption, dissolution, and restructuring of pop culture contents by 'creative fandoms' (fans who act creatively) such as mixed-media developments and fanfictions of the same contents. 'Contents tourism', the approach that does not focus on particular media but focuses on the contents themselves to grasp the tourism phenomenon, is increasingly important on that very point. In this paper, using this concept of creative fandom, first the Comiket and its voluntary culture will be explored, then, the Washimiya case will be re-examined from the point of view of creative fandom, and finally in section five, the case of Taiwan will be analysed in order to investigate the establishment of international creative fandom. In particular, two kinds of relationships, the ones between hosts and guests and the ones between creators and consumers, are focused on, and the facts are presented with the conclusion that creative fandoms cause the breakdown of the two borders to produce new styles of tourism and cross-cultural exchange.
  • Takayoshi Yamamura
    CONTENTS TOURISM AND POP CULTURE FANDOM: TRANSNATIONAL TOURIST EXPERIENCES 88 1 - 16 2020
  • Takayoshi Yamamura
    CONTENTS TOURISM AND POP CULTURE FANDOM: TRANSNATIONAL TOURIST EXPERIENCES 88 62 - 81 2020
  • Pop culture contents and historical heritage: case of heritage revitalization through ‘contents tourism’ in Shiroishi city
    YAMAMURA Takayoshi
    Contemporary Japan published online 2018/04 [Refereed][Not invited]
  • Takayoshi Yamamura
    Journal of War and Culture Studies 12 (1) 1 - 16 1752-6272 2017/12 [Refereed][Not invited]
     
    © 2017 Informa UK Limited, trading as Taylor & Francis Group This paper presents examples of collaboration between anime producers and the Japan Self-Defense Force. By situating the transitions within the context of the broader trends in collaboration between anime producers and locations (namely, the development of contents tourism), the key turning point in anime producer — JSDF collaboration is be identified and explained. Then, the reasons why in recent years JSDF has been actively collaborating with the production of pop culture contents in the realms of fantasy and fiction with an anime fanbase will be discussed. What is happening in Japan today is a fantasization (= contentsization) and consumption of the military, rather than a ‘drift to the right’ or resurgence of militarism. The pressures to produce military or ‘moe military’ anime are driven by the market rather than the military.
  • Takayoshi Yamamura
    Japan Forum 27 (1) 59 - 81 1469-932X 2015/01/02 [Refereed][Not invited]
     
    Abstract: This article demonstrates how a local community succeeded in forming favourable relationships with fans and copyright holders in Washimiya, a town in which the anime television series Lucky star was set. Washimiya is now visited by fans from all across Japan as a so-called anime sacred site. Through interviews with fans, local people and the anime production company, participant observation and analysis of primary documents, the article outlines how the local community, fans and copyright holders formed relationships based on mutual consideration to the benefit of all. Mutual understanding and common goals emerged from their shared respect for the contents (Lucky star), a phenomenon that has received little attention in discussions about ‘contents tourism’. By viewing contents tourism not only as a licensing business or business between the host and the guest, but instead as communication between people in an actual space and time with contents at the centre of interactions, many important insights are gained into the potential for contents tourism.
  • Philip Seaton, Takayoshi Yamamura
    Japan Forum 27 (1) 1 - 11 1469-932X 2015/01/02 [Refereed][Not invited]
     
    This introduction to the special issue on ‘Japanese Popular Culture and Contents Tourism’ places the four articles in theoretical and contextual perspective. Contents tourism is a theoretical concept that originated in Japan. Its closest counterpart in the English-language literature at present is film-induced tourism or media-induced tourism. Contents tourism is placed within the theoretical context of cultural tourism and the rationale for its focus on narratives, characters and other creative elements over media format (for example, cinema) is explained. The article then gives a brief chronological overview of how contents tourism has worked its way into the official language of government economic and tourism policy up to and including 2013.
  • Takayoshi Yamamura
    Tourism Analysis 20 (3) 327 - 332 1943-3999 2015 [Refereed][Not invited]
     
    This research note examines the processes of tourism promotion and local cultural heritage revitalization using the video game/anime Sengoku BASARA, focusing on the case of Shiroishi city in Miyagi prefecture, Japan. Through interviews with people directly involved in the tourism sector and local media or online sources, the unfolding of the tourism boom is described. The article looks especially at the involvement of three groups-fans (tourists), local community, and the anime/game production company-and divides the processes of tourism development and promotion into five stages. Participatory events are flourishing through the efforts of local citizens and fans, who join together in appreciating the historical heritage of the local region. These findings suggest that a key to the successful use of game contents to promote historical tourism for the game/anime to be treated as an opportunity, and to have the fans of the game/ anime become fans of the local region. Such a process encourages local residents to feel pride towards the history. An important factor in achieving this is to connect the present-day contents depicted in the game/ anime with the authentic historical contents in the local region. Finally, the attractiveness as well as the depth of the local region must be shown to the fans. It must be presented to the local residents that the fans of the game/anime are not just admirers of the work, but that they are actually admiring the historical character of the local region and the history of the local region. These suggestions imply the possibility of a new form of tourism where new cultures can be created by revitalizing the local heritage.
  • Ishikawa Misumi, Yamamura Takayoshi
    Journal of the City Planning Institute of Japan 日本都市計画学会 49 (2) 140 - 145 0916-0647 2014 [Refereed][Not invited]
     
    Recent times have seen an increase in the use of guesthouses as accommodations for tourists in Japan. However, this social trend has not been studied from the viewpoint of scientific investigation. Thus, this study has three purposes: 1) to clarify the management and utilization of guesthouses as tourist accommodations in Japan; 2) to consider the characteristics of this type of housing and then compare them with those of existing accommodations; and 3) to consider the background of the emergence of guesthouses in Japan. The paper adopted a questionnaire survey to obtain relevant data on the management and utilization of guesthouses.
  • Sue Beeton, Takayoshi Yamamura, Philip Seaton
    Mediating the Tourist Experience: From Brochures to Virtual Encounters 139 - 154 2013/12 [Not refereed][Not invited]
  • 山村 高淑
    Bulletin of the Institute for the Culture of Travel 旅の文化研究所 (20) 9 - 24 2011/03 [Refereed][Invited]
  • ISHIKAWA Misumi, YAMAMURA Takayoshi
    Journal of lifology 日本生活学会 16 27 - 38 2009 [Not refereed][Not invited]
     
    The purpose of this study is to clarify the relationships between resident status and resident interaction. The study will then consider the residents' viewpoints concerning their resident status and their ways to spend holidays. As a specific case in point, the study examines the Residence Type Guesthouse "Tokyo Guesthouse (Tentative)" located at Central Tokyo. As a result, the followings are found: 1) Over 80% of Tokyo Guesthouse residents are young workers. 2) Some of them pointed out that the merit of living in a residence type guesthouse is to be able to have the opportunity and space for a full conversation with other residents. 3) On the other hand, some of the residents try to prevent excessive interference with other residents. 4) Some of them often go out with other residents.
  • FUJIKI Yosuke, KASHIHARA Homare, YAMAMURA Takayoshi
    J. Archit. Plann. 一般社団法人日本建築学会 (629) 1499 - 1506 1340-4210 2008/07 [Refereed][Not invited]
     
    The objectives of this research are to understand the use of traditional houses, to identify the associated tourism impact from the standpoint of maintaining houses in the World Heritage Site, the Old Town of Lijiang, Yunnan Province, China. This is part of an investigation of the problems related to the rapid development of tourism and its pressures on the Old Town of Lijiang, focusing on the use of traditional houses.<br> The findings revealed that the following three points were influencing the transformation of the use of traditional houses.<br>1) The place transformation of each function, such as living, guest room, and etc. in the traditional houses.<br>2) The area transformation of each function, such as living, guest room, and etc. in the traditional houses.<br>3) The social transformation surrounding the traditional houses in the Old Town of Lijiang.
  • Yosuke Fujiki, Megumi Kitayama, Takayoshi Yamamura
    AIJ Journal of Technology and Design 一般社団法人日本建築学会 14 (27) 265 - 269 1341-9463 2008/06 [Not refereed][Not invited]
     
    The objectives of this research are to understand the actual status of traditional houses along the Tea Horse Road between Tibet and Yunnan province in China. This report focuses on to understand the peculiarities of houses around between The Old Town of Lijiang and The Old Town of Dali. The results can be concluded asfollows: Most of peculiarities are recognized on the facade design of the houses. However, it is also recognized that an impact of tourism on the houses, particularly around The Old Town of Lijiang. The impact of tourism disperses its own architectural peculiarities.
  • 山村 高淑
    The journal of international media, communication, and tourism studies 北海道大学大学院国際広報メディア・観光学院 = Graduate School of International Media, Communication, and Tourism Studies, Hokkaido University (7) 145 - 164 2008 [Not refereed][Not invited]
     
    This paper is a survey of how the town of Washimiya became the "sacred place" for anime fans ever since fans from all around the country rushed to visit the town after it was used as a setting for the animation "Lucky Star", leading also to the town successfully holding two events for these fans. The following three points were discussed. 1)The process leading up to the town becoming a "sacred place". 2)The process leading up to the town welcoming tourists. 3)The roles of tourist related corporations outside the town. As a result, it was found that in each process the local commerce and industry association played a central role. It was also found that withthe town's commerce and industry association at the core, a local shrine, local shops, fans, and corporations from outside the region (copyright owners and a tourist agency) were able to build a relationship of mutual benefit as a backdrop to the current success.
  • 山村 高淑
    国立民族学博物館調査報告 国立民族学博物館 61 11 - 54 1340-6787 2006/03 [Refereed][Invited]
     
    本稿の目的は，これまでの途上国の観光開発に関する内外の議論を，地域開発論・計画論的観点から体系的に整理し，その論点・問題点を明確化することにある。具体的にはまず，これまでの途上国の観光開発に関する研究や議論が行われてきた時代的背景を大まかに捉え，時代区分の設定を試みた。続いて既往研究の論点を，観光開発がインパクトを与える対象毎に分類し，それらの議論の持つ意味と問題点について体系的に概観・整理した。そして最後に，文化遺産とツーリズムの関係性に関してどのような論点が形成されつつあるのか，今後の可能性について一定の方向性を提示することを試みた。その結果，今後最も重要となると考えられる論点として，持続可能な観光開発を実現することを挙げ，そのために必要な要件として，ホスト社会自身が，ホスト社会の営みに関係する全ての要素――すなわち文化遺産――を維持・継承すること，そしてそれと同時に，観光という文脈において文化遺産を再構築することで文化観光を適切に創出すること，を指摘した。さらにそのためには，地域の主体性が機能し，自律的な活動の展開が可能となる，ホスト社会に密着した形の，小さな規模の観光形態が求められることも併せて指摘している。The aim of this paper is to systematically organize the domestic and foreign discussion regarding tourism development in developing countries carried out over the last 40 years from the point of view of regional development and planning, and clarify these issues. In particular to begin with, the paper looks at the general background of this 40 year period in which research and discussion was carried out in regard to tourism development in these developing countries, and an attempt is made to establish this period into separate phases. Then, the contents of these previously made studies will be classified by subjects in which tourism development has made an impact. These are then reviewed and organized in regard to the problems and significance, which these discussions have. Then finally, the paper will attempt to offer one possible direction concerning what form continued future discussion will take regarding the relationship between cultural heritage and tourism. The result is that this increasingly important issue will bring about the realization of sustainable tourism development and as a necessary requirement the host community itself must maintain and continue to inherit all related elements of daily life in the host community, in other words, the cultural heritage. Then, at the same time, they must also create cultural tourism accordingly by the reconstruction of cultural heritage from the context of tourism. Furthermore, in order to do that, the paper also points out the fact that a small scale system of tourism will be necessary, which is closely related to the host community based on local identity and a movement of autonomous activities.文化遺産マネジメントとツーリズムの持続的関係構築に関する研究. 西山徳明編.
  • 北川 恵美, 山村 高淑
    紀要 京都嵯峨芸術大学 (31) 70 - 77 1347-846X 2006 [Not refereed][Not invited]
  • Conserving the Comprehensive Image of Natural Settings for World Heritage Sites: A Case of the Yulongxueshan Snow Mountain as the Landmark for the Old Town of Lijiang
    ZHANG. Tianxin, YAMAMURA. Takayoshi, FUJIKI. Yosuke
    Internet Proceedings：ACCESSION NO: 15017. （ISBN: 7-5062-7372-1）. URL:http://www.international.icomos.org/xian2005/papers.htm.（Paper No.1-40） 2005 [Refereed][Not invited]
  • Takayoshi Yamamura
    Indigenous Tourism: The Commodification and Management of Culture 181 - 199 2005 [Refereed][Not invited]
  • 山村 高淑, 和 愛軍, 高橋 勇一, 張 天新
    京都嵯峨芸術大学紀要 京都嵯峨芸術大学 30 68 - 73 1347-846X 2005 [Not refereed][Not invited]
  • 山村 高淑, 張 天新
    京都嵯峨芸術大学紀要 京都嵯峨芸術大学 29 21 - 35 1347-846X 2004/03/03 [Not refereed][Not invited]
  • 山村 高淑, 張 天新
    紀要 京都嵯峨芸術大学 (29) 21 - 35 1347-846X 2004 [Not refereed][Not invited]
  • 山村 高淑
    Senri ethnological reports ; SER 国立民族学博物館 51 13 - 51 1340-6787 2004 [Not refereed][Not invited]
  • 山村 高淑
    紀要 京都嵯峨芸術大学 (28) 1 - 14 1347-846X 2003 [Not refereed][Not invited]
  • YAMAMURA Takayoshi, KIDOKORO Tetsuo, ONISHI Takashi
    Papers on city planning 日本都市計画学会 pp.257-252 (0) 247 - 252 0913-1280 2001/10 [Refereed][Not invited]
     
    In this paper, we examined the present state of commercial use of historical buildings in the old town of Lijiang, China, in order to investigate the problems of cultural-tourism development based on the World Heritage. In recent years, the uses of historical buildings built by the Naxis, the indigenous ethnic group of Lijiang, have drastically changed and now over 60% of shops are souvenir shops and restaurants for tourists. Furthermore, over 50% of the shopkeepers are temporary residents and a large majority of them rent rooms from indigenous owners. These findings suggest that the minority's residential location and their culture is rapidly changing as the tourism is developing. And they implicate that policy re-evaluation is essential for sustainable tourism-development.
  • YAMAMURA Takayoshi
    AIJ journal of technology and design 日本建築学会 第12号, pp.191-194 (1474) 191 - 194 1341-9463 2001/07 [Refereed][Not invited]
     
    The purpose of this study is to clarify the process of social transformation in the historical city core in Lijiang, which is one of the World Heritages. The survey on residents and uses of the historical buildings were made and its results can be concluded as follows : In the process of tourism development, uses of the historical buildings built by indigenous Naxi-minority as residences have drastically changed and now over 50% of them are used for tourism industry. And 36% of the present residents of historical buildings are newcomers who came from outside of Lijiang.
  • Yamamura Takayoshi, Kidokoro Tetsuo, Onishi Takashi
    Journal of the City Planning Institute of Japan 公益社団法人 日本都市計画学会 36 247 - 252 0916-0647 2001 
    In this paper, we examined the present state of commercial use of historical buildings in the old town of Lijiang, China, in order to investigate the problems of cultural-tourism development based on the World Heritage. In recent years, the uses of historical buildings built by the Naxis, the indigenous ethnic group of Lijiang, have drastically changed and now over 60% of shops are souvenir shops and restaurants for tourists. Furthermore, over 50% of the shopkeepers are temporary residents and a large majority of them rent rooms from indigenous owners. These findings suggest that the minority's residential location and their culture is rapidly changing as the tourism is developing. And they implicate that policy re-evaluation is essential for sustainable tourism-development.
  • YAMAMURA Takayoshi, DOHI Hiroshi
    Papers on city planning 日本都市計画学会 32 (0) 361 - 366 0913-1280 1997/10 [Refereed][Not invited]
     
    This survey was carried out in Wuhan city, China, to understand how to use the public street in the residential area. As a result, it was found out that the public street is occupied by a lot of things and both residents and non-residents use this space. There is a relation between the use for the first floor of the architectures and the way of use of the street. These factors make some order of the use for the public space and it suggests the process of the formation of "gray-zone".

Books etc

Works

  • 科学研究費補助研究『文化遺産管理とツーリズムの持続可能な関係構築に関する研究～東アジア諸国と日本の比較による』（採択番号：15402009）
    2003 -2005
  • 「京都府美山町宝探しマップ作成事業」
    2002 -2004
  • 国立民族学博物館共同研究会「文化遺産管理とツーリズムに関する研究」
    2002 -2004
  • 「中国の歴史都市における観光地化のインパクトに関する研究」（日中共同研究）
    2003
  • 「文化観光の可能性－開発途上国の経済成長と伝統文化保全のより良い関係性を探る－」東京大学総合研究博物館『学位記展』
    2002/07
  • Survey on tourism development and urban area conservation in Lijiang, China
    1998 -2002
  • 移行期経済諸国における文化観光開発の実態調査（チェコ、スロバキア、ハンガリー、エストニア、ポーランド）
    2002
  • 中国雲南省麗江における観光開発と市街地保存に関する調査
    1998
  • 中国武漢市･大連市における歴史的市街地調査
    1994 -1995
  • Survey on historic area in Wuhan and Dalian
    1994 -1995

MISC

Awards & Honors

  • 2017/09 公益社団法人日本観光振興協会 第65回日本観光ポスターコンクール オンライン投票部門
     第4位 
    受賞者: 世界遺産の里;南砺;五箇山;制作・プロデュース
  • 2017 公益社団法人日本広告写真家協会 第45回公益社団法人日本広告写真家協会公募展APAアワード2017広告作品部門
     入選 
    受賞者: 世界文化遺産五箇山ポスター;制作;プロデュース
  • 2017/01 北海道大学 平成28年度研究総長賞（奨励賞）
     
    受賞者: 山村 高淑
  • 2005/08 4th Asia Pacific Forum for Graduate Student Research in Tourism Best Poster Award of the Year
     
    受賞者: Kohno, Junya;Takayoshi, Yamamura
  • 2002/04 旅の文化研究所 The 1st Cultural Tourism Research Award

Research Grants & Projects

  • Japan Society for the Promotion of Science：Grants-in-Aid for Scientific Research
    Date (from‐to) : 2023/04 -2028/03 
    Author : 山村 高淑, 張 慶在, 渠 蒙, 中島 亜紀
  • Japan Society for the Promotion of Science：Grants-in-Aid for Scientific Research Grant-in-Aid for Scientific Research (B)
    Date (from‐to) : 2019/04 -2024/03 
    Author : 川島 隆, 伊藤 白, 山村 高淑, 大喜 祐太, 葉柳 和則, 中島 亜紀, 西尾 宇広, 新本 史斉
     
    2019年に行われたスイス国立博物館の「ハイジ展」ならびに国際シンポジウムの成果検証を進めた。「ハイジ」は今日、スイスという国のイメージを強く規定し、ヨハンナ・シュピーリの原作小説から派生した数多くの映像化作品は、スイスに関するさまざまなステレオタイプを生んでいる。白い雪をかぶったアルプスの峰、緑の牧場、ミルクやチーズなどの乳製品、民族衣装の「アルプスの少女」などが代表的なものである。そのようなステレオタイプで構成されるスイス・イメージは、現実のスイスには必ずしも一致しないため、ステレオタイプの拡散は一方で不快感や怒りを呼ぶ。しかし他方では、ステレオタイプが喚起する憧れや欲望が観光産業やキャラクターグッズ産業を刺激し、地域経済の振興に資することもある。こうした点は、もちろんスイス像に関してだけ当てはまるのではなく、富士山や芸者、サムライや忍者の国といったステレオタイプな日本表象に関しても同様に当てはまる。上記のような問題圏について、シンポジウムに参加した世界各国の研究者と意見交換し、異文化理解におけるステレオタイプの功罪について考察を深めた。 それ以外では当初の計画通り、（A）「民衆文化」と「対抗公共圏」の概念、（B）スイスの国民神話としての「ハイジ」像、（C）領域横断的な『ハイジ』の《翻訳》過程という三つの柱で研究を進めている。また、2022年夏に浜松市美術館で開催予定の「ハイジ展」の準備に関連して、高畠華宵、蕗谷虹児、松本かつぢ、高橋真琴など大正～昭和期に活躍したイラストレーターの仕事を図像学的に分析し、1974年の高畑勲のアニメ『アルプスの少女ハイジ』に至る日本の「ハイジ」受容の歴史の流れの中に位置づける作業を行った。 ただし、新型コロナウィルス感染拡大の影響により、アジアの国と地域における「ハイジ」受容に関する研究はやや遅れている。
  • 日本学術振興会：科学研究費助成事業 基盤研究(B)
    Date (from‐to) : 2019/04 -2022/03 
    Author : 山村 高淑, P・A SEATON, 須川 亜紀子, 張 慶在, 藤木 庸介, vanderDoes Luli
     
    2020年度は新型コロナウイルスの世界的流行により現地調査をほとんど実施することができず、文献調査を通した基礎理論の確立に専念した。また、当初2020年度に企画していた現地調査が実施できなかったことから、2020年度予算の半分近くを翌2021年度に繰越し、2021年度においては、新型コロナウイルスの感染拡大防止に十分配慮しつつ国内調査を進め、北海道、福井県、兵庫県、徳島県、広島県、宮崎県等の現地調査を実施した。そのうえで、こうした現地調査ならびに文献調査の結果を、英文学術書War as Entertainment and Contents Tourism in Japanとして総合的にとりまとめRoutledge社より出版した。なお出版形式は、オープンアクセスの電子書籍ならびにハードカバー書籍のふたつの形をとっている。同書では、第1章で戦争関連コンテンツツーリズム（war-related contents tourism）を分析する際の理論的枠組みを提示するとともに、続く2章から23章で、日本の歴史上の戦争を題材としたコンテンツがどのようなツーリズムを生みだし、ツーリズムの現場においてどのようなコンフリクトが発生しているのかについて、各地の具体的事例とともに分析を行った。そのうえで、最終章において、戦争関連コンテンツツーリズムの分類を行い、ヘリテージツーリズム等のツーリズム様式との関連性について論じるとともに、戦争関連コンテンツツーリズムの抱える重要な課題のひとつが、コンテンツそのもの、ならびにツーリズムの現場における〈多声性（multi-vocality）の担保〉であることを示した。 なお、今後書籍以外の形でも研究成果を公開し、大学・大学院での教材として活用できるよう、研究成果公開ウェブサイトの立ち上げも行った。次年度において、掲載コンテンツを作成する予定である。
  • 日本学術振興会：科学研究費助成事業 基盤研究(C)
    Date (from‐to) : 2018/04 -2021/03 
    Author : 大谷 尚之, 山村 高淑
     
    本研究は、研究分担者である山村が提唱した「アニメツーリズムのためのトライアングル・モデル」（アニメコンテンツにかかわる製作者・ファン・地域社会の三者間関係に着目してアニメツーリズムをとらえるモデル）を援用し、「アニメ聖地」の持続性について考察するものである。令和元年度の実績は次の通りである。 研究代表者である大谷は、埼玉県久喜市鷲宮における現地調査を基にした論考「地域における共生の場の生成－アニメ聖地・埼玉県鷲宮を事例として」（笠井賢紀・工藤保則編『共生の思想と作法』所収）を刊行した。アニメファンと地域社会との関係を「共生」という視点から考察した成果である。他に、愛媛国際映画祭におけるパネルディスカッション「ご当地アニメーション作品は観光・誘客に繋がるか」（2020年1月）や情報誌（『舞たうん』公益財団法人えひめ地域政策研究センター）の解説記事などにおいてその成果の一部を発表した。令和２年度には、宮城県白石市における現地調査を基にした研究成果を発表する予定である。 研究分担者である山村は、観光学に関する事典（白坂蕃・稲垣勉・小沢健市・古賀学・山下晋司編『観光の事典』朝倉書店）を分担執筆し、「クールジャパン」の項目を担当した。また、「第10回TOYAKOマンガ・アニメフェスタ」（2019年6月）において、本研究課題に関連する複数の研究会（「製作サイドから見た地方イベントの課題と可能性」「アニメ誌編集長から見た地域×アニメ作品コラボレーションの最新動向」）を開催すると共に、イベント参加者に対する聞き取り調査と行動調査を実施した。 最終年度は、これまでに実施した複数の事例研究を踏まえて討議を行い、報告書をまとめる予定である。
  • Japan Society for the Promotion of Science：Grants-in-Aid for Scientific Research Grant-in-Aid for Scientific Research (B)
    Date (from‐to) : 2017/04 -2020/03 
    Author : Yamada Yoshihiro
     
    The outcome of the present study can be summarized in the following three points. The first is to understand the current situation of the fusion of tourism and media through fieldwork. Carrying out fieldwork in East Asia, we have grasped the current situation in which the virtual world and the real world, or media and tourism are being fused together. Secondly, we investigated media discourse about tourism and analyzed quantitatively and qualitatively. The third was a theoretical study on the framework for considering the above two surveys from the perspective of place/space theory and information media theory.
  • Japan Society for the Promotion of Science：Grants-in-Aid for Scientific Research Grant-in-Aid for Scientific Research (C)
    Date (from‐to) : 2016/04 -2019/03 
    Author : Yamamura Takayoshi
     
    This study clarified that the impact of Japanese animation works on tourist destinations outside Japan can be categorised into two main patterns: First, by setting a specific site as a location model of anime, or going location hunting to actual physical sites, creators influence the formation of international tourist destination. Second, at a site without any relation to the work, fans conduct events related to the anime works or connect/tag the site with the work, thereby creating their own destinations. Through field research on the typical cases of these two types, the study specifically elucidated the situation of acceptance of anime image or narrative worlds by international tourists and locals, and the process of formation of international tourist destinations based on Japanese anime.
  • Japan Society for the Promotion of Science：Grants-in-Aid for Scientific Research Grant-in-Aid for Scientific Research (A)
    Date (from‐to) : 2014/04 -2019/03 
    Author : Seaton Philip, Beeton Sue
     
    This research project defines contents tourism as “travel behaviour motivated fully or partially by narratives, characters, locations and other creative elements of popular culture forms, including film, television dramas, manga, anime, novels and computer games”. In over 100 research outputs, including 2 books and 2 journal special editions in English, the research group analyzed many examples of contents tourism in Japan. Using contents tourism theory and method as developed in Japan, the group also reexamined examples of tourism induced by popular culture outside Japan that had previously been discussed as examples of format-based tourism, e.g. film tourism. In the digital age, focusing on “the contents” and how they connect the three main tourism actors (fans, contents businesses, and local authorities) offers methodological advantages and is being increasingly adopted by international scholars. The project also offers policy recommendations for sustainable contents tourism.
  • 日本学術振興会：科学研究費助成事業 特別研究員奨励費
    Date (from‐to) : 2015/11 -2018/03 
    Author : 山村 高淑, SABRE CLOTHILDE
     
    本研究の目的は、北海道の地域振興、とりわけ外国人旅行者誘致において、コンテンツツーリズムがどのような可能性と課題を有しているのかを明らかにすることであり、そうした目的を達成するために、国内外の類似事例、先駆的事例の広範な情報収集・分析、コンテンツ製作関係者へのヒアリング調査を実施した。なお、これら調査においては、具体的に以下のような共通の視座を有しつつ実地調査（文化人類学的手法に基づく参与観察、エスノグラフィーの作成）、ヒアリング、アンケート等を実施した。すなわち、旅行目的地イメージの形成と消費のプロセス（tourism imaginaryの構築プロセス）を把握し、とりわけコンテンツ自体の越境や旅行者の国際的移動（外国人旅行者の動態）に着目することで、国際化するコンテンツツーリズムが地域に及ぼす影響を浮き彫りにする、という視座である。 その結果、コンテンツツーリズムの目的地として比較的長い期間人気を維持している場所・地域においては、共通する事象として、フィクションの物語世界の諸要素が場所と結びつくことによって、それまでにはなかった場所の意味がフィクションとしてではなく、あたかも事実であるかのように固定化されていくプロセスが確認された。そして外国人に対してこうしたコンテンツと場所との結びつきを理解してもらうためには、戦略的なブランド化とプロモーションが必要であることが明らかとなった。北海道の地域振興においても、こうしたプロセスが製作サイドと地域側の十分な協力関係のもと進行し、地域のブランドイメージとして定着した事例が、いわゆる成功事例として外国人旅行者や地域にも認識されていることが明らかとなった。
  • Japan Society for the Promotion of Science：Grants-in-Aid for Scientific Research Grant-in-Aid for Scientific Research (C)
    Date (from‐to) : 2012/04 -2015/03 
    Author : YAMAMURA Takayoshi, BEETON Sue, ZHANG Tianxin, JANG Kyungjae
     
    The purpose of this study is to illustrate the influence of contents tourism on local heritage conservation, with particular focus on the way in which pop-cultural contents improve the emotive access of visitors to local cultural heritage value. It was found that the motivation to visit sites is based on pop-cultural contents, while on-the-spot exchanges between the local community and visitors play a very important role in improving visitors’ emotive access to local heritage value. Moreover, it was pointed out that the following two points are necessary for sustaining such exchanges: developing a good relationship between the local community and copyright holders and establishing a system for visitors to participate in community activities and exercise their creativity.
  • Japan Society for the Promotion of Science：Grants-in-Aid for Scientific Research Grant-in-Aid for Scientific Research (B)
    Date (from‐to) : 2008 -2010 
    Author : KATO Hirofumi, YAMAMURA Takayoshi, ONO Yugo, SATO Takao, MINOSHIMA Hideki, HUDSON Mark, JYO Kouki, MATSUDA Isao, FUSE Kazuhiro, GONDAIRA Takuya, FRANK Gelya, WATKINS Joe, ELLICK Carol, UDGAARD Ulla, NICHOLAS George
     
    This project constructed a basic framework for utilizing the archaeological heritage of the Shiretoko World Heritage site as a historical cultural resource. Through workshops and community participation in excavations, the project was able to support organizations planning local ecotours and to develop examples of the utilization of archaeological sites as cultural resources by the local community. The project also furthered debate over ways of utilizing archaeological sites as part of Ainu historical cultural heritage and was able to suggest directions for the future preservation and utilization of culture heritage in the Shiretoko World Heritage site.
  • Japan Society for the Promotion of Science：Grants-in-Aid for Scientific Research Grant-in-Aid for Young Scientists (B)
    Date (from‐to) : 2008 -2010 
    Author : YAMAMURA Takayoshi
     
    This study aimed to review the possibility of and issues related to carrying out tourism promotion activities in collaboration with the indigenous (Ainu) and non-indigenous people of Hokkaido. It clarified the points of contention and issues in indigenous tourism, analyzed previous cases in other countries, and extracted the issues related to Hokkaido sightseeing from the viewpoint of indigenous tourism. Subsequent to a careful consideration of these results, we proposed a collaboration method for tourism development and developed a heritage trail and a guide system to contribute to the correct understanding of the Ainu culture and cultural inheritance.
  • Japan Society for the Promotion of Science：Grants-in-Aid for Scientific Research Grant-in-Aid for Scientific Research (B)
    Date (from‐to) : 2004 -2006 
    Author : YAMAMURA Takayoshi, FUJIKI Yosuke, HIRATA Takayuki
     
    This study attempted to clarify the issues facing the tourist industry at the Old Town of Lijiang, Yunnan Province, China, a World Heritage Site. The ways in which both the existing indigenous society (a minority known as the Naxis) and the majority peoples, temporary residents, engage in commercial tourism-related activities were examined. As a result, it was found that, in recent years, the usage of historic buildings has drastically changed. At present, over 90% of shops are tourist-oriented souvenir shops and restaurants. Furthermore, over 50% of shopkeepers are temporary residents, mainly Han Chinese, with a large majority renting rooms from indigenous owners. These findings suggest that the location of the residences of the indigenous minority and its culture are rapidly changing as tourism develops. The authors categorize the development approach of cultural heritage tourism into two patterns. One is the "outside-in" approach, which means to dominantly satisfy the tourists' needs while sacrificing the local cultural character. The other approach is the "inside-out" approach, which means that the local community follows its own growth principle, and tourists come in mostly to enjoy and to learn from the local wisdom. We examine the two approaches by taking the current status of protected buildings in Lijiang city as a case study. In this famous Chinese world heritage city, some 140 important vernacular buildings face serious pressure of tourism oriented transformation both in form and in usage. We investigate the buildings and find they have changed their usage dramatically, accompanied with relevant changes in form, layout, and decoration styles. We further review the policy system and find that these changes in vernacular buildings are due to lack of proper standing in conservation policy system, lack of sufficient financial aid, and lack of full technical support.
  • 文化遺産管理とツーリズムの持続可能な関係構築に関する研究（中国内陸部を中心とした東～東南アジア地域を対象として）
    科学研究費補助金
    Date (from‐to) : 2003 -2005
  • Japan Society for the Promotion of Science：Grants-in-Aid for Scientific Research Grant-in-Aid for Scientific Research (B)
    Date (from‐to) : 2003 -2005 
    Author : HAKOZAKI Mutsumasa, YAMAMURA Takayoshi, YAMAUCHI Akira, SUNAMI Soichiro, RI Reihou, RIN Genryo
     
    Kyoto Saga University of Arts, Ganngoji Cultural Research Center and Taiwan National Cultural Assets Reservation Institute have conducted joint research on Taoism Temple's Shrine Kousaikyu designated as the third-grade archeological site located in Tainan City in Taiwan. The purposes of this project were as follows : 1.To research classical painting techniques and materials applied to the mural and door paintings. 2.To reproduce the mural and door paintings. 3.To study the preservation of mural paintings thereby providing a model case for future preservation projects. 1.As for the research, we focused on traditional techniques : groundwork with pig blood, wood oil painting, gilding swollen lines with gold leaf, and a technique for applying paint with a trowel. After we conducted interview surveys and literature research, we analyzed these techniques, comparing Japanese, Chinese and Korean methods, and then performed a series of practical experiments. The research would be valuable as a contrast of modern and classical techniques, at a time when modern techniques are replacing the more traditional ones. 2.In reproducing the door painting of Kousaikyu we applied the original techniques and pigments used in the Shin Era for the purpose of the reproduction of classical techniques. In the reproduction of the door painting of the Oh royal family shrine, we aimed to recreate the original images and colors. In cooperation with Kyoto Saga University students, we copied pictures painted with a technique utilizing a trowel thereby employing Japanese painting processes. 3.We made a rule for maintaining the status quo, and cleaned the surface of the paintings to prevent the paint from scaling off. We exhibited the achievement of the restoration and preservation of these cultural assets. The exhibition was highly evaluated in Taiwan as a breakthrough in the restoration of a cultural asset. We also gave lectures on the accomplishment of the research and exhibited the reproduction of paintings in Japan in 2003 and 2004.
  • Japan Society for the Promotion of Science：Grants-in-Aid for Scientific Research Grant-in-Aid for Scientific Research (B)
    Date (from‐to) : 2003 -2005 
    Author : NISHIYAMA Noriaki, ISHIMORI Shuzo, YOSHIKANE Hideo, HASHIZUME Shinya, YAMAMURA Takayoshi
     
    (1)The research identified that ; cultural heritage management in Asia/Pacific region mostly deals with tangible heritage. However, the region doesn't have an idea to recognize values of and make use of intangible heritage or heritage produced as a result of mixture of tangible and intangible elements that defines characteristics of this regional culture for tourism development. (2)Through our research in 2003,it was identified that the old capital of Levuka in Fiji is the case in which cultural heritage management and tourism have an outstanding relationship. This time, we have conducted three field researches of Levuka. Consequently following subjects were accomplished : collection of fundamental information of Levuka including history, maps and maps of land registration ; understanding conservation status of historic structures built between the end of 19^ century and early 20^ century ; recognizing urgent necessity of developing a heritage management plan ; analyzing and compiling researches results ; submitting a report and proposal to Ministry of Heritage of Fiji, National Trust of Fiji and Agency for Cultural Affairs of Japan ; based on the submitted proposal, considering a possibility of technical assistance by Japan in the field of heritage conservation ; establishing a relationship for research collaboration among governments of Fiji and Japan, and Kyushu University. (3)Regarding a research of some case studies on constructing a relationship between cultural heritage management and tourism that are observed in tourism development policy or regional planning, we have conducted researches in City of Dazaifu, City of Hagi, Shirakawa Village and Taketomi Island. Through those researches, we have developed a model for sustainable relationship between cultural heritage management and tourism which are based on a series of method of identifying cultural heritage, developing database of heritage, and regional planning using a theory of field museum.
  • 文化的安全保障としての文化観光のあり方に関する研究
    Date (from‐to) : 1998
  • Study on cultural tourism policy, planning and management as national security
    Date (from‐to) : 1998
  • メディアコンテンツを資源としたツーリズムのあり方に関する研究

Educational Activities

Teaching Experience

  • Contents Tourism Planning & Management
    開講年度 : 2021
    課程区分 : 修士課程
    開講学部 : 国際広報メディア・観光学院
    キーワード : コンテンツ・ツーリズム、文化資源、文化の多様性、文化交流、メディア、ポピュラーカルチャー、サブカルチャー、聖地巡礼
  • Heritage Tourism Planning & Management
    開講年度 : 2021
    課程区分 : 修士課程
    開講学部 : 国際広報メディア・観光学院
    キーワード : フィールドワーク、文化遺産、CRM（文化資源マネジメント）、北海道、先住民文化、歴史、観光資源、Heritage tourism（ヘリテージ・ツーリズム）、山田秀三
  • Special Lecture on Media Culture and Tourism
    開講年度 : 2021
    課程区分 : 修士課程
    開講学部 : 国際広報メディア・観光学院
    キーワード : メディア文化、観光、観光のまなざし、語り、自己と他者、音楽、観光空間、メディア表象、場所性、展示とインタープリテーション、ツーリストアート、場所と体験のメディア化
  • People and Culture
    開講年度 : 2021
    課程区分 : 学士課程
    開講学部 : 全学教育
    キーワード : 観光創造、コンテンツ・ツーリズム、無形遺産、エコツーリズム、エコミュージアム、世界遺産、地域マネジメント、地域イノベーション、地域ブランディング、TDR＝東京ディズニーリゾート、テーマパーク、地域主体の世界遺産マネジメント、遺産創造、ユネスコ、イコモス、大学による国際協力、観光開発国際協力、技術協力プロジェクト、CBT＝コミュニティ・ベースド・ツーリズム、青年海外協力隊、文化資源マネジメント、防災復興ツーリズム

Campus Position History

  • 2019年4月1日 
    - 
    2021年3月31日 
    観光学高等研究センター長
  • 2021年4月1日 
    - 
    2023年3月31日 
    観光学高等研究センター長
  • 2023年4月1日 
    - 
    2025年3月31日 
    観光学高等研究センター長

Position History

  • 2019年4月1日 
    - 
    2021年3月31日 
    観光学高等研究センター長
  • 2021年4月1日 
    - 
    2023年3月31日 
    観光学高等研究センター長
  • 2023年4月1日 
    - 
    2025年3月31日 
    観光学高等研究センター長

Committee Membership

  • 2003   AAS (Association for Asian Studies)   Member   AAS (Association for Asian Studies)

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